How do you make sure your stories are actually speaking to the people you want to reach?
In this episode of The Business of Stories, host Susan Payton reveals the crucial third step of her process: deeply understanding your customer’s story, so your content can finally land, connect, and sell without ever feeling pushy or salesy.
You’ll learn Susan’s Three Ps of Content (personality, positioning and purpose) and why each one relies on real insight into your audience’s lived experiences, desires, and frustrations. Susan shares practical, actionable ways to uncover your ideal client’s story and explains why using their words can transform your offers, content, and marketing.
If you’ve ever wondered how to make your stories feel more relevant, relatable, and powerful to attract clients you love working with, this episode is your step-by-step guide.
Here are the highlights:
- The cautionary tale of the sofa salesman and what he missed
- Why you probably don’t know your ideal client’s story as well as you think (and how to fix that)
- The Three Ps of Content: personality, positioning and purpose – and how they link back to your customer’s story
- Why guessing what your audience wants isn’t enough; you need to *hear* their words and understand their challenges
- Real-life examples of using customer interviews and surveys to shape messaging that truly hits home
- How to take action even if you don’t have many clients yet (including ideas for market research and audience-testing)
- Listener Q&A: What to do when you’re just starting out and don’t know who your ideal customer is
- And a practical action step on how to share what your ideal client needs to hear right now for instant connection.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
👉 Come and join my free 5-day challenge here and see how simple I make it for you to captivate dream clients with compelling stories! We kick off on Monday 6th October 2025.
Download a free copy of The Business of Stories here
Grab The Storyteller’s Starter Pack here
Check out Storytelling Mastery here
About your host Susan Payton:
When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business – and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here
Connect with Susan:
Email: susan@thebusinessofstories.com
LinkedIn: https://www.linkedin.com/in/susanpaytonuk/
Facebook: https://www.facebook.com/SusanPaytonUK/
Instagram: https://www.instagram.com/thebusinessofstories/
Produced by Winter Audio.
